| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 100 === The majority of activities and actions by corporates are about the building of customer relationships, the meeting of customers’ needs and the winning of orders. Almost everything is related to customers. It is hence, critical to maintain, establish and strengthen the sales with customers and the interactions with customers, in order to pursue a win-win situation.
This paper performs an expert questionnaire survey and applied Fuzzy Delphi Method (FDM) and Analytic Hierarchy Process (AHP) to explore the factors and criteria of maintaining customer relationships. The purpose is to systematically generalize the weights and rankings of individual factors. The result shows that products/services and trust are the key. Meanwhile, overall planning capabilities, security mechanisms, information integrity, product knowledge, customer complaint handling, to be believed and promotions are the most critical to the maintenance of customer relationships. This finding can serve as a reference to the industry in the establishment of good customer relationships or the formation of training and education programs.
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